Mattel, Gurin bring Uno to TV

Games giant Mattel has developed a TV gameshow format based on its Uno card game, in partnership with LA prodco The Gurin Company.

Uno: The Game Show will be launched globally at MipTV next month, with Gurin Company handling worldwide distribution. The firm is best known for Singing Bee, Miss Universe and The Weakest Link.

The new format is being pitched as daily half-hours with US$100,000 prizes or primetime hours with US$1m prizes.

“Uno: The Game Show builds on the traditional card game and combines the potential for big money with a fast-paced elimination competition, cool prizes, fun Q&A and, of course, strategy and comedy,” said Gurin Company boss Phil Gurin.

“The show will also feature state-of-the-art technology to bring this simple game to viewers around the world. UNO is truly a global phenomenon and a game that millions of people have spent their lives playing. It’s hard to believe it has never been adapted for TV.”

The Uno card game was originally developed in 1971 by Merle Robbins, a barber from Ohio. It has been a Mattel property since 1992. There are already Xbox360, PlayStation and iPhone versions of the game.

“The Uno brand’s goal is to be everywhere fans are from the beloved card game to online play to mobile,” said Stephanie Cota, senior VP of global marketing, games at Mattel. The company also owns animation firm Hit Entertainment.